Lazio and Polymarket: Shirt Deal in Italy, Different Rules in the US

Lazio signed a two-season shirt sponsorship deal with Polymarket in April 2026. The deal was reported to be worth about 19 million euros. According to an assessment in March, Lazio was the only club in Serie A without a main shirt sponsor. Inter and Milan, meanwhile, were earning around 30 million euros a year each from their own deals.

In July the picture changed. Italy's Customs and Monopolies Agency (ADM) blocked access to the platform again and classed the company as an unauthorized betting operator. In that case, keeping the Polymarket brand on the Lazio shirt was not compatible with Italy's advertising rules. Lazio also parted ways with the company in August.

The Dignity Decree, which restricts advertising for betting and gambling with cash winnings in Italy, also covers sports sponsorships. At the center of the debate is whether a prediction market falls under that scope. The company's description of its product as a prediction exchange did not prevent ADM from treating its activities as unauthorized gambling.

In the US, however, a separate regulatory system applies. Serie A USA announced Polymarket as its exclusive prediction market partner in the US under a multi-year deal on May 14, 2026. The agreement covers US media and digital branding, and prediction markets that use official Serie A data provided through Genius Sports.

Lazio's statement only concerned the club's own contract. It does not say that Serie A USA's separate agreement has been cancelled. So the two deals went in different directions: one ended in Italy, the other continues in the US.